The European Union imposed a €890 million ($1 billion) fine on Google on July 23, 2026 — the first penalty under the Digital Markets Act. The fine is split into two parts: €460 million for self-preferencing in search results and €430 million for restricting app developers from steering users to cheaper payment options outside Google Play. Google was given 60 days to pay or face additional penalties based on global revenue.

The EU found that Google's violations are ongoing, not just past. This finding undercuts Google's defense that changes made after the 2017 Google Shopping decision fixed the problem. The new DMA fine covers separate and more recent conduct, not reopening older cases.

Private damages claims mount across Europe

Private lawsuits from Google rivals seek up to $10 billion in damages. In November 2025, a Berlin court awarded Idealo €465 million ($528.9 million) — the largest antitrust damages award by a German court. Idealo had sought €3.3 billion. Another Berlin court awarded roughly €107 million to Producto GmbH against a €290 million claim.

Moltiply Group filed a €2.97 billion follow-on claim in May 2025 for harm to its Trovaprezzi.it comparison site. The amount includes 'the structural effects of the abuse and interest' as calculated by outside experts. A Stockholm court ordered Google to pay PriceRunner roughly $1.97 billion (or about €1.7 billion, depending on currency conversion) in July 2026, though an appeal is expected. Klarna's counsel Pontus Scherp said appeals likely take several years.

UK price comparison site Kelkoo is seeking billions of pounds from Google. Kelkoo CEO Richard Stables noted the DMA decision confirms Google's ongoing self-referencing behavior. LitFin is backing two groups suing Google in Amsterdam for its shopping auctions, seeking over $1 billion combined. LitFin COO Matej Pardo said fines are 'a cost of doing business' and wait times could be up to eight years.

Private damages claims against Google are pending in at least six European countries. Nearly all current cases are based on the 2017 Google Shopping decision under Article 102. The new DMA fine may allow companies to seek damages for years after that decision, extending the period beyond what was previously possible. Thomas Hoppner noted that specialised search firms may seek damages for years prior to DMA breaches under Article 102.

Google defends, EU presses on

Google's global affairs president Kent Walker argued the DMA decision forces Google to 'strip away' features users like and amounts to product degradation. A Google spokesperson said: 'We strongly disagree with these lawsuits, which are brought by companies looking for a payout.' Google called the EU changes the biggest downgrade in the product's history.

European Commission Executive Vice-President Teresa Ribera said: 'Products should win on merit, not on who owns the search engine.' Moltiply Group chairman Marco Pescarmona said the DMA is effective but Google is hesitant to utilize it. The EU investigation into Google's DMA compliance began in March 2024, with a preliminary ruling in March 2025. Google was granted an extension in May 2026 because its proposed solution was deemed unacceptable.

Alphabet's free cash flow was negative in the second quarter for the first time as a public company. The EU also ruled that Google must share Search data with other companies and AI chatbots, with a deadline of January 2027. Google may challenge the DMA fine. The first complaints about Google Shopping date back to 2008; nearly 20 years passed until final rulings.